KC Krafts NW: About us

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About us

A PROFILE OF KC KRAFTS Organization

KC KRAFTS was established November 1, 1994 with the idea of selling to the Drug, Grocery, Mass Merchandisers and Distributor Trade. In 1996 KC RAFTS branched out to the Convenience Store Trade and has not looked back since. By January 0f 2000, KC KRAFTS evolved into a Convenience Store Brokerage that specialized in building Food Service Product programs from the cooler door to the hot case.

We, at KC KRAFTS, wanted to create and maintain a special type of Brokerage Company which would give an emphasis to our Principal’s needs. KC KRAFTS had a vision of presenting fresh, new ideas to our Principals and achieving success in distribution, along with maintaining our integrity and allowing our Principals to maximize all possible profits.

KC KRAFTS is growing and achieving success, thanks to the support of our many great Principals and Customers. We believe that the key to a successful relationship, with both the Principal and Customer, is by providing an outstanding effort towards Customer Service. That is what we have built our Company’s foundation on and we will strive to make every effort to continue this long tradition.

LAWRENCE A. VAN AALST (LARRY A.)

1971	Started with the Gold Seal Company as a retail salesperson in Southern California.
1974	Moved to Affiliated Brokers in Southern California when Gold Seal Company decided to be represented by a Food Broker.
1974	Started Affiliated Brokers Drug & Mass Merchandising Sales Department calling on Thrifty Drug, Sav-on Drug, Longs Drug and the miscellaneous accounts.
1975	Started Affiliated Brokers Non-Foods Department, which included calling on the Major Chains in Southern California.
1976	Aided in opening up Affiliated Brokers of Arizona which was to bring Southern California Principals to the Arizona Market.
1978	Moved to Northern California to become General Manager of Affiliated Brokers of Northern California.
1979	Assumed Presidency of Affiliated Brokers of Northern California.
1983	Returned to Affiliated Brokers Southern California after selling the Northern California Division.
1984	Joined Affiliated-Horn after Affiliated Brokers sold to Horn & Associates.
1986	Started Affiliated-Horn’s Specialty Accounts Division, which included Produce, Drug & Mass Merchandisers, Cash & Carry and Distributors.
1990	Became Division Vice-President of Billings-Horn during the Merger of RBT & Associates and Affiliated-Horn.
1994	With the merger of Thrifty Drug and Payless Drug and their move to the Northwest, the decision was made to start KC KRAFTS.

LAWRENCE D. VAN AALST (LARRY D.)

1988	Started with Direct Carpet Sales as the forklift driver. After one year of service, was promoted to Operations Manager. Responsibilities included Warehouse management, responding to customer complaints, inspection of jobber activity and scheduling installation of carpets and flooring.
1991	Joined Billings Horn Food Brokers as a Merchandiser, in and for the Grocery Department. First Account assignment was Alpha Beta Grocery Merchandising Department. Responsibilities included scheduling Vendor support for the Alpha Beta remodels. Position was eliminated when Food 4 Less purchased Alpha Beta Company. A joint Set Crew, between Boys Markets, Alpha Beta and Food 4 Less was formed.
1992	Was re-assigned to the Von’s Set Crew. Traveled with the set crew as Table Captain for 5 Categories. Six months later, the Vons Set Crew was merged into the Pavilions Set Crew. Responsibilities included attending and writing schematics for the " Vons / Pavilions Set Store ".
1995	Was promoted to " In-House Merchandiser ", at Ralph’s Grocery Co. This new position included the learning and application of " Space Man " (computer aided schematics program). Ralph’s Grocery Co. decided to implement talents for the Frozen Foods Schematic Department. New responsibilities included Grocery Set Store and Frozen Food Schematics.
1995	In June of 1995, resigned from Billings Horn, to relocate in Vancouver, Washington.
1995	In July of 1995, joined KC KRAFTS Brokers. Responsibilities include: Grocery, Wholesaler and Convenience Distributor Department Manager. Responsibilities also included Coordinator for Retail Sales Forces. Current responsibilities include Headquarter calls for ALL CLASSES OF TRADE!
2006	In March of 2006, Van Aalst LTD Corporation was formed, dba: KC KRAFTS. Current position is President of Van Aalst LTD.

RUBEN MEJIA

1980-1990	Dr Pepper/Seven-up Company-Fountain Foodservice Division. Started off as an Account Representative, calling on local down the street business-any customer with a fountain dispenser. Also calling on the local bottler who was responsible for distribution of Dr Pepper & Seven-up. After 3 years, moved up to the National Account Department with responsibility of calling on national & regional chains. Such accounts were McDonald’s, Burger King, Taco Bell, Pizza Hut, Hilton Hotels, 7-Eleven & Circle K. Calling on all levels of Management-Owner, General Manager, Marketing Managers Etc.
1990-2001	Specialty Brands Inc.-Division Sales Manager. Calling on all National & Regional Headquarters Offices of c-stores as well as all major/minor distributors for the above accounts for half of the United States. Core-Mark, McLane, VSA, Proformace Foods, 7-Eleven, Circle K, AM/PM, Diamond Shamrock, Chevron, Deli Express and others. Also working with a network of Vend Brokers and key Vend Distributors and customers. Responsible for over 12 million dollars of business in the Western half of the United States.
2001-2006	Quality Candy Company Western Regional Manager. Responsibilities included calling on all classes of the foodservice trade. Distributors such as Sysco, US Foodservice, customers such as Claim Jumper, Red Robin, TGI Fridays and Hilton Hotels. Responsible for calls on Retail Offices of Ralph’s, Von’s, Food 4 Less and Stater Bros. Responsible for calls on C-stores: 7-Eleven, AM/PM and Circle K. Responsible for calls on Club Stores such as: Costco, Sam’s, Jetro / Restaurant Depot and Smart & Final. Responsibilities also included managing a Broker Network.
2007-2009	Tina’s & Artimex Bakery. Senior Sales Manger calling on all C-Stores, Club Stores and Vending Distributors in the Western United States. Main customers being Core-Mark, McLane, Smart & Final, Jetro / Restaurant Depot and Vistar Foods.

DOLLI GARRISON

1975	Corkish Flaks Wholesale Co. (wholesale tobacco/candy distributor for Southern Colorado) Started in the order processing department. After 3 years, was promoted to the outside sales team. 1982 – Promoted to sales manager for a 6 person sales team. Responsibilities included training, coordinating & directing weekly sales meetings, promotions, purchasing and inventory management. 1985 Corkish Flaks was purchased by Core-Mark.
1986	Loaf ‘N Jug, INC. (Kroger C-store Division) Hired as the Marketing/Pricebook Manager – Responsibilities included maintaining the company Pricebook for all vendors – Warehouse and DSD, created and coordinated the monthly Marketing Bulletin and POS for 80 stores. 1999 –Assisted in the merger of Mini-Mart (75 store Kroger C-store division) and Loaf ‘N Jug. 2001 – Promoted to Category Manager. Category responsibilities included QSR’s (Subway, Blimpie, Chesterfried Chicken and A&W), Fast Food, Dispensed Beverages, Dairy, Packaged Sandwiches, Packaged Ice Cream, Packaged Bread & Sweet Snacks, and Alternative Snacks.
2005 – 2007	Gehl’s Foods – Regional Sales Manager. Responsibilities included developing marketing strategies, execution of sales plans and promotions within the Western Region of the United States. Sales were monitored through a broker network. Main customers included - Chevron, Maverick, Kroger C-Stores, Valero, Circle K, Giant, Core-Mark & McLane.
2007 - 2010	Loaf ‘N Jug, INC. Category Manager – Most recent category responsibilities have included the development and roll-out of Real Time Café, Kroger Corporate Brands program, Frozen Foods, & HBC. Category Management Responsibilities: Evaluate and select products & services of acceptable quality and quantity, communicate and negotiate with suppliers the best programs available, plan-o-gram development & implementation, review & analyze sales & gross profit contributions for assigned categories and individual product movement with the categories, communication with distributors to minimize cost and maximize margins, analyze results of promotional activity, Category Management Training: NACS Category Management, FMI – Food Safety, Serve Safe Food Protection and Public Speaking.